Moncada Brewery brand idea

The Moncada Brewery, a growing craft brewery in West London, had an interesting problem.

They had a successful range of beers, Notting Hill Beer, and were about to launch a second range: Blueprint.

The trouble was, the Notting Hill Beer had more name recognition than the brewery that created it. With two brands about to sit under the Moncada Brewery name, they needed it to stand for something.

They asked us to create an ‘Emotionally Relevant’ brand idea for the Moncada Brewery.

The ‘Emotionally Relevant’ idea

The Moncada Brewery from the very beginning did something very different from most other craft breweries out there; they chose West London as their base instead of East London. And that seemed to inform their unique personality.

We took the spirit of their home, the rich history of Notting Hill with its artists, writers, and musicians and we combined that sense of place with the particular environment Julio and his team had created within the walls of the brewery. From the head brewer to the delivery driver they all shared a unique passion for what they did. And, ultimately that inspired our ‘emotionally relevant’ idea.

Above is the platform where we articulated that thought for Moncada (it’s not consumer facing); the idea that would create an emotional true-north for the brewery.

Moncada Brewery website

We designed and built a highly visual website that told the Moncada Brewery story as well as introducing the consumer to the range of beers they make. Moncada believes in natural brewing, and that needed to come through loud and clear.

Facebook/Instagram film content

Short content pieces that illustrate the passion and commitment of the Moncada Brewers.

Development of social assets

We created a range of assets for Moncada to use in social channels. From the short films, an example of which you saw above, to ready-made posts for Facebook and Instagram that brought ‘from a good place’ to life.

Ultimately, however, it was about providing them with a platform they could take forward themselves in social channels which they did (below) as well as embrace the brand idea on their packaging for the new Blueprint range and beyond.

Moncada apparel

We also designed a range of t-shirts for Moncada to sell in their tap-room and at beer festivals.

Notting Hill Beer

For us, that contradiction played into the spirit of Notting Hill itself. The blue door and gated squares of the movie are in stark contrast to the grey concrete of the Westway and Trellick Tower. The truth is, without that contradiction Notting Hill wouldn’t be Notting Hill. Notting Hill Beer, therefore – is a product of its environment.

An execution that directly flows from the ‘from a good place’ brand idea.